How To Sell Using Powerful Video Marketing

It’s a fact: video has become one of the most effective ways to market on the web. This isn’t something new of course, companies have been using video to market their products for years, however now there’s a different level of exposure. Video marketing itself has a variety of moving parts, from the development of a video marketing campaign, using SEO for video pushes, and an approach that we’ve seen wildly successful on the web, viral video marketing strategies. One major element worth highlighting for added exposure and to propel an idea or business forward is to create that “sensation” status. How do you do that? With a quality product trailer.

Video Marketing: Product Trailers

A product trailer is designed as a showcase for your product or service, similar to movie trailers that hype a new film. Like movie trailers, your video needs to be entertaining, concise, and high quality. Entertainment can come in many different forms, however comedic and informative videos tend to do well, just don’t make it longer than two minutes to keep a viewer’s attention. Product trailers have a lot of flexibility when it comes to applying it. You can promote it on a video site such as YouTube, place it on the front of your e-commerce site, or even use it as an informative video at the bottom of blog posts. The idea here is to explain your product or service in simple, easy to understand terms. The video can even be something unique that’s related to your field.

Video Marketing Success

A lot of video marketing attempts fail. Many people have seen some company YouTube video channel with 30 different videos, most probably having less than 50 views. The idea was there, but there was something flawed with the delivery, and those videos are not a positive return on investment. The videos could be poor quality, but it’s also important to consider the SEO side: can people find them? The bottom line is that videos need to drive traffic and make you money, even if it’s down the line.

Rather than creating 30 separate videos, consider using your time and resources for careful planning and development to create a super trailer! Once the trailer is developed, find 50 different news sites and/or online magazines to distribute the video to. Think of all the sites that pick up funny or interesting content, they’re growing every day. At this point you have created the potential for social media sharing, which could result in some serious exposure for your company. This type of approach creates much more value rather than trying to get results with multiple videos. There’s a huge difference!

Tim Ferriss Book Trailer

So what’s the potential here? New York Times best-selling author Tim Ferris created a 59-second book trailer and saw his book jump from number 150 to number 30 on Amazon immediately after the video trailer launch. That’s impressive. The trailer also debuted on The Huffington Post and even received TV exposure!

The video was professionally produced, carefully planned and they had a budget. A homemade video look can work, but a professional video will speak volumes about your brand and your product, giving the viewer, and potential customer, a much better impression. Remember, you’re trying to sell.

So given the requirement for quality and planning, is producing several videos a bad idea? Definitely not. In fact, if you establish a brand or product, a series of videos can be highly valuable. Multiple quality videos will not only increase exposure, but you’re also creating that stickiness for your video channel.

To start a video marketing campaign or when tweaking your current ill performing video campaign, all you have to do is brainstorm using some of the guidelines above. If you start jotting down ideas you will be surprised with what you come up with. Grab someone else for perspective, too!

So how about it? Do you have any killer ideas for an ultimate product trailer? What sort of video marketing push would be best for you?

Join the discussion29 Comments

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Philip,
I believe the best place to start is in figuring out what it is you want to say to potential customers.
Firstly, How do people see you now… and how do you want them to think of you when they may need or want your product or service? If the purpose of your messaging is to mould that, your video and your message should be soley focussed on acheiving that singular objective.

Secondly, if your messaging is intended to drive more transdactions to your business, the messaging will be different again. You might consider what makes you different from other companies and build that uniqueness into your messaging as a secondary component.

If you’re having a big sale, your messaging again will be different.

Have you identified who your potential customers may be and what, if anything makes them unique? That will have a very important influence on your methods of delivering your message (ie… where those people would look… the imagery etc)

Also…. it could be that while a video is a very kewl medium, it may not deliver the results that say, a newspaper or Yellow pages ad would? Ask yourself… where are consumers looking… who have an active need for what I’m selling? Video may not be the best way to go for some things. It’s ALWAYS about return on investment and about appealing to people who are ready to buy.

The only exception to this is if your strategy is to develop a brand or if you want to create general awareness of who you are and what you do. This objective would be a good fit for video. You might consider choosing a local site with high local content usage as a primary source and use Google for SEO and related tools.

Philip,
I believe the best place to start is in figuring out what it is you want to say to potential customers.
Firstly, How do people see you now… and how do you want them to think of you when they may need or want your product or service? If the purpose of your messaging is to mould that, your video and your message should be soley focussed on acheiving that singular objective.

Secondly, if your messaging is intended to drive more transdactions to your business, the messaging will be different again. You might consider what makes you different from other companies and build that uniqueness into your messaging as a secondary component.

If you’re having a big sale, your messaging again will be different.

Have you identified who your potential customers may be and what, if anything makes them unique? That will have a very important influence on your methods of delivering your message (ie… where those people would look… the imagery etc)

Also…. it could be that while a video is a very kewl medium, it may not deliver the results that say, a newspaper or Yellow pages ad would? Ask yourself… where are consumers looking… who have an active need for what I’m selling? Video may not be the best way to go for some things. It’s ALWAYS about return on investment and about appealing to people who are ready to buy.

The only exception to this is if your strategy is to develop a brand or if you want to create general awareness of who you are and what you do. This objective would be a good fit for video. You might consider choosing a local site with high local content usage as a primary source and use Google for SEO and related tools.

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[…] opportunity for relevant videos to “feed” their way to users? Absolutely. This tosses video marketing into a whole new realm, where users can advertise videos to segmented users, both within YouTube […]

True! Creating and holding a great number of videos cannot ensure a surge in your traffic unless they earn the much-needed hits. This presents the fact that your videos must be highly findable online and so they must be well-optimized as well…Videos are really effective in rousing a discussion about your products or services. And yes, they must be creatively made and not just plainly telling the viewers to buy.

True! Creating and holding a great number of videos cannot ensure a surge in your traffic unless they earn the much-needed hits. This presents the fact that your videos must be highly findable online and so they must be well-optimized as well…Videos are really effective in rousing a discussion about your products or services. And yes, they must be creatively made and not just plainly telling the viewers to buy.

I love everything you have to say, however, I think you missed one of the best ways for businesses to use video and earn customers. Matching up a face and a tone with the business can be worth its weight in Platinum. If customers can meet the owners and managers online and begin to believe and trust them they will buy from them. Steve Jobs is a great example of this. Whether you liked him or hated him Steve Jobs was compelling; people promoted his videos and talks for him. Some one like @MattCutts is another great example. Before I watched his videos and saw him live I thought this “is a bad guy, with evil intentions;” all of this from word of mouth. I now subscribe to his videos and look forward to his next one. He is engaging, likable and influential. Businesses can use video to add a persona and personality to their online presence; once people connect they will buy.